![]() ![]() ![]() Thus, simplicity is the key to a happy life and a peaceful mind. This is how we generally learn to do things since childhood. If you are writing a story or a TV script for example, go on and keep the plot simple, but don’t be afraid of detailing out the characters.We often tend to complicate life. The fine line being that you differentiate between keeping the overall experience simple but not sacrificing functionality just because you think things look complex. Little do they realise that the example that they are quoting is in fact the perfect example of a simple framework that unifies multiple complex systems making it look simple. But today it is growing apparent that if an inherent system even looks complex people shy away from even trying to understand it. Web design over the years has had its own definition of keeping things simple. How different process flows and functionality come together and affect each other. A key point for the success in the interactive realm is systems thinking. In reality there is a flip side as well to the quest for keeping things simple. So think twice about who you are writing for. Online retailers are testifying to this truth these days. In India and across various markets in South Asia the purchasing parity of rural areas is sky rocketing. It might surprise for example that if there were two people visiting a luxury automotive showroom and one is dressed in a full suit and the other in some common looking clothes, slippers and a plastic bag, the latter person is more likely to be your potential customer. But think twice before you slot your target audience into that box. The only exception being when you are advertising for a premium product and you know that your target audience is highly intellectual. This holds true for whatever the medium you are writing or designing for. So as a rule of thumb, if you are selling an FMCG or a mass consumed good that is being bought by the masses, a fancy idiom or metaphor is most likely going to be lost on them. More often than not the common man on the street. Therefore to maximise your message you need to keep it as simple as possible so that it would be understood by a wide enough spectrum of people that includes your primary target audience and secondary target audience, the influencers to the decision makers. Though some of the scam work in advertising might leave you wondering otherwise.Īdvertising is like someone eloquently put it, salesmanship in print. While these may not be too bad, the question to ask is who are you producing the work for? Advertising is not art for art’s sake. If you are a visualizer or designer you might be tempted to use a pattern that is in fad or a style that is trending. If you are a writer you delve into idioms, metaphors, archaic words or those best left in the urban dictionary. ![]() You fall so much in love with your work that you are so desperately trying to be creatively clever. As a creative person you might find that your creativity runs amok at times. It’s something similar to the Idiot’s Guide and Dummies guides that you are probably familiar with. Ok I didn’t coin that up, someone once told me of a series of books with an acronym that was broken down like that. Now this is truly a double edged sword and here is why. While you are struggling with the new idea of yours, you will oft be asked to ‘keep things simple’. Even if that idea is ‘inspired’, read ripped off from something of old and re-packaged. In most highly competitive advertising environments, everyone is gunning to be the one who cracks the next big idea. I am certain there are those outside our field who think that being part of such a creative industry must be a walk in the park. How to keep things simple in advertising. ![]()
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